Color is not decoration; color is a decision shortcut. When an individual grabs a flyer at a coffee shop or sees one posted on a public bulletin, color is among the very first elements their mind processes, determining if they read, remember, and respond. A century of advertising and human perception studies demonstrates that color influences attention, emotion, and even perceived value, three levers that drive behavior.
newion.uwinnipeg.ca
If you’re working on a shoestring (or on a timeline), start with a simple three-color palette and build from that. You don’t need to be a designer in order to make smart, data-driven choices, especially if your process includes a free flyer maker printable as a means of being able to quickly try out color schemes before ever clicking “print.”.
In this manual, we’ll take apart what science actually states about color, how to match colors to the purpose of your flyer (awareness, registrations, sales), and the step-by-step guide to choosing and testing a palette that converts, without sacrificing readability or accessibility. We’ll also debunk a couple of “myths” so you won’t bet your campaign on suspect numbers.
insights4print.ceo
The psychology of color (quick primer)
A conventional literature review in Management Decision showed that color has measurable effects on mood, subjective wait time, and purchasing intentions,i.e., the color palette of your flyer can subliminally nudge readers to (away from) action. The lesson: use color intentionally to convey emotion and emphasis, not simply “because it’s nice.”
newion.uwinnipeg.ca
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ResearchGate
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Red versus blue: when “action colors” perform,and when they don’t
Not all bold colors trigger the same response. In e-commerce auctions, red colors have been shown to trigger more aggressive bidding (greater bid increments) than blue; but when bargaining, red can reduce others’ offers compared to blue. Translation for print: red will heighten urgency and competition (e.g., “Limited seats!”), while blue evokes trust and relaxation (great for services, health care, education). Use the color that aligns with the context and call-to-action of your flyer.
VTechWorks
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Semantic Scholar
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Visual hierarchy: Use color to guide the eye
Good flyers “read themselves.” Establish a strong path: headline → value proof → call-to-action. UX research shows color and contrast are leading ways of visual hierarchy, use dominant neutral for background, secondary for sections, and accent for the CTA. The 60/30/10 rule is a commonly used designer rule: 60% base, 30% secondary, 10% accent. Reserve the accent for the single action you want people to take (scan QR, phone, RSVP).
Nielsen Norman Group
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Accessibility and readability: contrast is not negotiable
High-contrast text is read; low contrast is recycled. The W3C’s WCAG guidelines recommend a contrast ratio of no less than 4.5:1 for normally-sized text (AA level), 3:1 for large text; if you require “gold standard” readability, make it 7:1. That is, check your headline/body colors against the background before printing, especially when printing with light pastels or placing text over images. Check with a contrast checker.
W3C
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W3C
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Be wary of the “80% brand awareness” figure
You will frequently see figures quoted, such as “color increases brand awareness by 80%.” That phrase is commonly bandied around, but the initial “Loyola study” is difficult to find, and the figure gets used out of context. Draw on the extensively researched principles above (contrast, hierarchy, emotional resonance) and methodology-based studies rather than trendy yet questionable statistics.
insights4print.ceo
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Touro Law Center
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What different colors will tend to convey (and when to use them)
Red: rush, excitement, competition. Use on time-sensitive offers or FOMO events. Avoid trust-based requests (donations, medical sign-up) unless with calming neutrals.
VTechWorks
Blue: credibility, stability, professionalism. Great for service companies, education, and B2B training sessions.
Green: nature, saving, growth. Use for green-friendly messaging or deals.
Yellow/Orange: energy, warmth, affordability. Use as accent colors to draw attention to prices or deadlines.
Black/Charcoal: prestige, power. Pair with a metallic or bright color for upscale events.
(For these, the evidence base is a mix of peer-reviewed studies and common marketing practice; as ever, test with your audience.)
newion.uwinnipeg.ca
Useful color combinations that work (and why)
Navy + white + bold coral accent
Why it works: trustworthy base with high-salience CTA. Great for courses, clinics, consulting.
Charcoal + soft beige + emerald accent
Why it works: high-end appearance with a bold action color for high-end events.
White + warm gray + tomato-red accent
Why it works: highest contrast for price labels, deadlines, and QR invitations (use red judiciously to stay away from “sale bin” undertones).
Forest green + off-white + mustard accent
Why it works: green/food applications with appetitive signals and warm vintage.
A/B testing for print: yes, it’s possible
You don’t require digital dashboards to test print decisions
Version test: Print 50 copies of each two color versions. Position them in similar locations/times.
Trackable CTAs: Use unique short URLs or QR codes for each version to measure scans/visits.
Micro-intercepts: Ask 10–20 participants which flyer they noticed first and why (color is often cited).
Iterate: Keep the winning base colors; experiment with accent shifts (e.g., red → orange) to dial in urgency vs. friendliness.
A 7-step color process for your next flyer
Establish the goal (awareness vs. sign-ups vs. sales). Urgency needs more dramatic, more emotive contrasts; trust needs colder, more soothing color schemes.
VTechWorks
Choose a base and secondary (legible, low-saturation neutrals) for blocks of background and body text.
Choose one accent for the CTA and calendar date. Apply the 60/30/10 rule to avoid visual clutter.
Nielsen Norman Group
Build hierarchy with color + size: headline (largest and highest contrast), value proof (secondary color box), CTA (accent).
Nielsen Norman Group
Check contrast with a tool; aim for ≥4.5:1 for body text (and higher when printing on textured paper).
Proof on paper: colors shift from screen to print; do a quick test on the stock you’ll actually use.
Test and track with QR codes/uniques URLs to see what palette generates results.
Common color mistakes to avoid
Putting your accent everywhere. When absolutely everything stands out, nothing actually stands out. Reserve it for the CTA and one or two “can’t miss” things.
Nielsen Norman Group
Low contrast overlays on images. When text has to go on top of imagery, overlay it with a dark/light semi-transparent layer beneath the text to get contrast ratios.
Assuming color is universal. Color-vision and age differences change perception; don’t rely solely on color to convey meaning (use patterns, icons, labels).
newion.uwinnipeg.ca
Chasing myths. Be wary of viral stats; find studies with methodologies you can explain.
